Articles & blogs

Speak Out - October 2011

Pet communicator helps clients talk to animals. "The point is not whether we can 'talk to the animals.' Instead, it's recognizing that outreach such as this helps open dialogues, build sensitivity for pets and connect clients to the practice." - Linda Wasche

Emotions build loyalty - September 2011

"Veterinarians who understand and utilize the power of human emotions are at a great advantage," agrees Linda Wasche of LW Marketworks a veterinary marketing and communications consulting firm. "These practices will see greater client retention and stronger loyalties, hands-down." Article on page 11.

Prop Up Your Sagging Middle - November 2010

"I see so many practices looking for quick fixes to generate additional business during the winter months or other slow periods. These quick fixes just don't work," says Linda Wasche, MBA, MA. Article starts on page 51.

Ramp up your Referrals - June 2009

Q: How can we determine the quality of referrals we're getting from other clinics?
A: First, figure out where you're getting most of your referrals from.

Weave a sticky web (site that is) - February 2009
Q How do we drive clients to our Web site?
Clients need to know you have a Web site before they'll visit it. So include your Web address wherever possible.

Spread the word about your practice - January 2009
How can I generate referrals from other veterinarians for my specialty practice?
Follow these four steps to get other practices talking about your clinic—in a positive way.

Internet search and rescue - September 2008

My practice's Web site isn't showing up on Internet search engines. Why?
There a lot of ways to improve your site's Web presence. One method is to link to other Web sites and encourage them to link to you.

Marketing 102: Quick marketing strategies - August 2008

So now you know that quick-fix strategies rarely provide the results you're seeking. And you know that to get the best marketing bang for your buck, you need to target your existing clients.

One expert's take on ancillary services - August 2008

Boarding and grooming can be a great opportunity.
The more a practice can deliver to a client, the greater the depth of the relationship with that client.

Marketing 101: Promoting your veterinary practice - August 2008

Be wary of quick-fix marketing strategies. Even the most creative gimmicks often produce few or no results.

Spread the word about your new hospital - June 2008

Consider what the move means to your staff, clients, prospective clients, rescue groups, referral sources, and the local community. This is the perfect time to reexamine your communications with these audiences and turn your move into a positive and exciting development.

Case study: Marketing your hospital's name - June 2008

When Independence Animal Hospital in Clarkston, Mich., decided to move out of its small strip mall location into a new state-of-the-art facility across the street, the hospital owners used the opportunity to rethink the practice's identity and market positioning.

How can I increase traffic to my practice’s web site - June 2008

Q: How can I increase traffic to my practice's Web site?
You've built an online home for your practice and you're confident your new Web site will get tails wagging. Now your job is to promote it to build traffic.

A 5-step plan for helping shelters and rescue groups - May 2008

If you want to help shelters but don't know where to start, Linda Wasche, president of LW Marketworks in Bloomfield Hills, Mich., has a plan for you.

4 ways to make your site sticky - May 2008

How do I get people to visit my practice's Web site often?
To get the most from your practice's Web site, think of it not just as an electronic brochure, but as a living, breathing marketing tool.

What goes into a good website? - April 2008

How do I build an effective Web site for my practice?
Go beyond basics to build a clear identity for the practice.

Making the most of an open house - January 2008

Q. How can I get the most out of my practice's open house?
An open house can acquaint clients and the community with your practice.

Make the most of the media - December 2007

We'd like to announce a community award my practice won, but I'm not sure how to present it to the media. What's the best way to hand off a story idea to the press?
Avoid relying on brochures, flyers, or Web sites. Instead, use standard publicity formats to get media attention.

Start the presses - September 2007

Unlike paid advertising, publicity is information considered newsworthy by your local newspaper and TV and radio stations. It's also a powerful, no-cost way to build awareness.

Tips to finish your practice's marketing plan - July 2007

Build on the groundwork you've already laid to cross the marketing finish line with style.
Once you've defined your practice's position and developed a written identity statement, you're ready to build a marketing and communication strategy.

Identity Inspiration - June 2007

Before you begin any type of marketing initiative, your practice team should develop a written document that defines the identity you want the practice to project.

Let's see that ID - May 2007

Your practice identity defines your business and how it'll look, talk, and behave in the marketplace. And it confuses clients if these elements don't jibe.

Promote, attract, retain - March 2007

Q. How effective are special promotions in attracting new clients?
Events, targeted programs, and service packages can be effective tools for reaching out to new clients and strengthening relationships with existing ones. However, promotions are no substitute for a positive client experience.

Quick fixes that boost client satisfaction - February 2007

How often do you hear, "You should see the great job Dr. Jones did on my cat's neuter" or "This is the best removal of a foreign body in a beagle that I've ever seen"? Probably never. While a veterinarian may possess outstanding technical skill, clients often can't tell. They can tell how they're treated.

Evaluate your marketing objectives - January 2007

Q How can I tell if my marketing efforts are effective? What's the best way to measure the results?
First, set clear marketing objectives. Be specific and avoid the tendency to simply try to 'get your name out there.'

Internet ratings gone awry - November 2006

In the old days, an unhappy customer was said to tell about 30 people. Today, with the Internet, that one customer has the power to tell millions. There are a few things you can do, however, to prevent this from happening and balance the negative comments of an unhappy client.

Fruitful marketing promotion, or frivolous flop? - September 2006

Staying in front of existing clients and reinforcing those relationships is important, but so is maximizing the return on any type of marketing investment.

If you market, they will come - July 2006

EFFECTIVE MARKETING FOCUSES on your clients, not on your practice. So to develop marketing strategies that work, you need to know how existing and potential clients perceive your practice, what they want from a veterinarian, and what factors they consider when choosing a practitioner.